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Targeting Tweens, Generation Y, and Generation X: Strategic Marketing Approaches for In-N-Out Burger 

Targeting Tweens, Generation Y, and Generation X: Strategic Marketing Approaches for In-N-Out Burger 

In-N-Out Burger is a fast-food brand that offers food and beverages to clients. Using physical spaces that are spread in six American states, the company can ensure that clients get the food items they need or like in their freshest state. The company offers hamburgers, shakes, cheeseburgers, French fries, and other beverages for sale. The various ingredients and nutritional information for the products is provided (In-N-Out Burger Marketing Strategy & Marketing Mix (4Ps), 2019). This research is intended to identify assorted options or opportunities that the company can utilize to attract the Tweens, Generation X, and Generation Y more effectively. This information will be used for properly targeted marketing, customer segmentation, and retention. The marketing techniques that would attract each of the three groups differ from those that the company has used over time. This means that it is necessary to consider the new generations due to their high numbers and the influence they have on the market.

Demographics

Tweens (Generation Alpha) Generation X Generation Y (Millennials)
·         Born between 2010 onwards

·         Aged 9-12 years

 

·         Born between 1965-1980

·         Aged 39-54 years

·         64.95 million

·         Thirty-five percent have a bachelor’s degree

·         Twenty-three percent shop online

·         Born between 1981-1996

·         Aged 23-38 years

·         72.26 million

·         Make up two-fifths of the working population

·         Have higher educational achievements

·         High diversity within the group

Generation Alpha/Tweens

This is the newest generation in America and the world. It consists of individuals who were born from 2010 onwards. Their ages are mostly between 8 and 12 years. According to Mark McCrindle, who produced the name for this generation, this group may become the largest among all other generations. The group members are children to Generation Y/Millennials. About nine thousand young ones are born to millennials every day. Every week, newborns reach 2.5 million around the world. By the time (around 2025) all group members are born, they will be two billion (Carter, 2016). The children lack any financial resources yet influence their parents’ spending habits. At least 46 percent of this group’s members own a cell phone.

Generation Y/Millennials

Individuals in this group were born between 1981 and 1996. They are about 72.26 million in America and are aged 23-38 years. They make up two-fifths of the working population and have attained the highest levels of education compared to their seniors. In terms of diversity, this group shows significant differentiation due to the immense immigration of people from other races into the United States of America in the 1980s and 1990s (Frey, 2018).

Generation X

Generation Xers were born between 1965-1980. They are aged 39-54 years and are 64.95 million. At least 35 percent have a bachelor’s degree. This group values arduous work, and at least 65 percent are still engaged in the workplace full-time due to a lack of assurance that Social Security will be sufficient to care for their needs in the future. At least 82 percent of the group’s members own homes. This group tends to hold jobs for more than 15 years (Jacobsen, 2020).

Attitude

Attitudes vary across the three generations. Attitudes are characterized by beliefs, behaviors, emotions, and perceptions towards certain things. Each generation’s attitude is shaped by its upbringing and experiences. The social insecurity that existed during these years led to a significant lack of social skills among Generation X members. However, they possess technical abilities. Generation X dislikes power structures. They are more likely to dress casually and take part in workplace deviance than their younger ones; the Millennials, the Generation X members, are more self-reliant, and actively seek out success as well as freedom, which they view as a significant reward (Ali Alferjany & Alias, 2021). Generation X members are pragmatic, savvy yet amoral, perceptive, and focus more on money. They have experienced more financial struggles than their parents. They are receptive to modern technologies and tend to occupy specialized positions that are related to their talents. They perceive entrepreneurship as more challenging than employment, yet viable. They exhibit sophistication in their buying behaviors and value detailed marketing regarding products they intend to buy. They avoid risk and seek convenience. The members also exhibit a lack of assurance and usually need reassurance because they care about others’ opinions (Lissitsa & Kol, 2016).

Generation Y members or millennials display different attitudes from their parents, Generation X. Generation Y displays significant confidence and optimism. Their high energy and speed cause them to take positive and rapid action whenever things go wrong. Their technological competence, casual flair, and love for fun are distinguishing. Digital technology plays a significant role in their lives by enabling social connections and fulfillment of other responsibilities. Millennials tend to seek out purchases that influence their status as a way of exhibiting their wealth and power to purchase. They tend to emphasize technical information due to their high education levels. This means that they must research before making a purchase. Their decisions are made fast, and they also tend to accept innovative ideas more easily. They exhibit impulse purchasing behaviors and match their purchases to their personality or lifestyle without so much consideration for brands. They are high-level spenders and do not value loyalty to a certain brand (Lissitsa & Kol, 2016).

With regards to food, the older Millennials are likely to consume homemade food because they rarely visit food outlets. During shopping, 51 percent of Millennials purchase healthy foods. The Millennials indulge in fast food for convenience. Surprisingly, at least 45 percent tend to order burgers when they visit fast food outlets (Segmanta, 2020).

Tweens or Generation Alpha members display joy, optimism, and confidence regarding their future. They value intelligence and good grades at school. Tweens seek out independence while they engage in challenging activities. Therefore, they like to make their own decisions but still tend to value recommendations from their peers. Tweens easily multitask as they deal with different digital elements, which include television, the internet, and cell phones. They value brands because of their desire to fit in (CDC, n.d). Due to their parents’ sensitivity to healthy foods, the Tweens tend to experience intense grounding regarding what they can eat.

Disposable Income

Generation X Generation Y Tweens
Total Average Spending-$74,683 per year

Alcohol and Tobacco-1.5%

Utilities and housekeeping-13.2%

Housing-19%

Food-13.2%

Transportation-18.2%

Health care-6.4%

Entertainment-5.3%

Education-3%

Pension and personal insurance-14.2%

Apparel and personal care products-4.4%

Others-4.2%

Savings-16%

Total average spending -$52,874 per year

Alcohol and Tobacco-1.7%

Utilities and housekeeping-13.1%

Housing-21.6%

Food-13.8%

Transportation-17.8%

Health care-5.4%

Entertainment-4.5%

Education-2.6%

Pension and personal insurance-12%

Apparel and personal care products -5%

Others-3.0%

Savings-10%

Influence $500 billion of family spending yearly

Source; (Horan, 2020)

Product Development

When developing products for Generation X, it would be important to consider the convenience and great taste. The demand for freshly prepared goods items in this group is intense. They prefer to have their food items made to order. The inclusion of proteins is important because they prefer this to quick snacks. Taste is a great aspect of the group’s decision to purchase. Among its favorite foods include pizzas, burgers, and other cuisines such as Italian, Mexican, and Chinese. Spiciness is an element that could appeal to the group more because 48 percent like spicy foods while 25 percent love the same (FONA International, 2019).

Generation Y members are impressed by the convenience and nutritional benefits. When developing a product for this group, it would be important to include ingredients that are nutritionally beneficial to the group and their younger family members, who happen to make up the Tween generation. The foods should be easy to make, which requires that the ingredients be premade. In addition, the taste should be versatile to meet the diverse preferences of both groups. The two groups are likely to be impressed by the same products due to the similarity of tastes and preferences of both millennial parents and children. Furthermore, including healthy alternatives for non-meat-eating individuals is important for Generation Y and Tweens.

Marketing

To market the products to different generations, it is important to utilize varied media. Online platforms are the first option for a marketing channel. All three generations are present on social media platforms. This means that they can access such advertisements. However, the simplicity and level of information may differ for either generation. The Tweens need simple advertisements that communicate to their needs. Generation X and Y require comprehensive information regarding the products. This may include nutritional data, ingredients, or methods of preparation. This information helps in decision-making. The second option of marketing is traditional media. The traditional platforms include television and radio. Mostly, this should target Tweens who occasionally watch television.

Product/Service

Burger King’s Whopper, a plant-based burger, was announced in April 2019 in St. Louis and nationwide in August. During both instances, the outlet’s sales increased significantly, as consumers were excited because of the new product. This product was a success because it addressed Generation Y’s diverse health needs. This group tends to show heightened sensitivity towards certain food items such as proteins, gluten, nuts, and fish, among others. These allergies influence the choice of foods during purchase. Since they are also concerned about their health, the nutritional value of food items is critical. Thus, Burger King’s Whopper offered an alternative for those who could not eat the meat-based burgers leading to its success (How Burger King Seriously Boosted Their Brand Scores With Gen Z & Millennials, 2019).

Conclusion

The three generations that are highlighted in this discussion have varying attributes. Generation Xers have a higher spending power than Millennials. The Millennials are impulsive buyers but still conduct research before making purchases. All three generations are tech-savvy and spend considerable time on social media platforms as well as online platforms. Generation X appreciates a marketing campaign that provides sufficient information about a product. The Tweens do not have any financial resources but significantly influence their families’ purchase decisions. Regarding food items, convenience is important for all groups. Therefore, In-N-Out Burger should consider providing versatile food items, that address different preferences and nutritional needs. They should also include different options to cater to individuals with allergies and other meal restrictions. The company should utilize digital and traditional media for marketing.

References

Ali Alferjany, M. O., & Alias, R. (2021). Generational Differences in values and attitudes within the workplace. Psychology and Education, 57(9), 1496-1503.

Carter, C. M. (2016). The Complete Guide To Generation Alpha, The Children Of Millennials. Forbes.

CDC. (n.d). Audience Insights.

FONA International. (2019). Consumer Insight: Generation X. Retrieved from FONA International: https://www.fona.com/genx0419/

Frey, W. H. (2018). The millennial generation: A demographic bridge to America’s diverse future. Retrieved from Brookings: https://www.brookings.edu/research/millennials/

Horan, S. (2020). How Different Generations Spend Money.

How Burger King Seriously Boosted Their Brand Scores With Gen Z & Millennials. (2019). YPulse. Retrieved from https://www.ypulse.com/article/2019/10/30/how-burger-king-seriously-boosted-their-brand-scores-with-gen-z-millennials/

In-N-Out Burger Marketing Strategy & Marketing Mix (4Ps) . (2019).

Jacobsen, T. (2020). Gen X – Demographics and Characteristics.

Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y – A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304-312. doi:10.1016/j.jretconser.2016.04.015

Segmanta. (2020). The Appetite Of 2020: Gen Z & Millennials On Fast Food.

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Question 


For this paper, you will take on the role of an outside consultant for a company. The company has hired your firm to do a deep background on three demographics: Tweens, Generation Y, and Generation X for marketing purposes. You will investigate and suggest the best approach for marketing a company’s product line to those demographics.

Targeting Tweens, Generation Y, and Generation X- Strategic Marketing Approaches for In-N-Out Burger 

Targeting Tweens, Generation Y, and Generation X- Strategic Marketing Approaches for In-N-Out Burger

Using the following outline will be helpful, but your final paper will be written in a cohesive essay format. Make sure that it is presented in the persona of an outside consultant. Even though this is written as a professional paper, you are still required to cite at least three scholarly sources for this assignment. Your paper must be formatted using double-spaced, 1-inch margins, and font consistent with APA guidelines. Be sure to use the most current edition of APA format for your papers, citations in the text, and a reference list.

Suggested Outline
Single-paragraph Introduction describing the company, the product, and the intent of your research.
Outline the Demographics of the groups in question including birth years and demographical information.
Provide background about the Attitude of each group. Focus on the shared experiences that distinguish them from other groups.
Discuss each demographic’s disposable income; what is the annual Spending Power of the group?
Product Development: What product would you suggest if you were marketing to this demo, and why?
Marketing: What Media would you use to reach the group and what would your message be?
Product/Service: Identify a product that has been marketed that was a success with any of these demographics, and one that failed with any of these groups; provide a brief explanation as to why the product/service was a success and why the product/service failed.
Conclusion: Include a summation of your findings. This should not exceed 2-3 paragraphs and will restate the contents of the paper in a concise manner. Keep in mind you are not selling the product itself, but rather you are making a case for your findings.

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